Red Flower Girl

I remember reading a book by Paulo Coelho a few years ago when I came across the concept of the favour bank.

Basically, a favour bank is based around is the fact when you do someone a favour they will want to return the favour at some stage in the future.

For instance, if a mate comes over to your house and fixes your car, you might buy them a beer at some time down the road.

Now the same concept applies to business and marketing.

Of course, the best way to give is with no expectation of receiving anything.

That goes without saying.

At the same time, there is a law called the 'law of reciprocation' which Robert Cialdini refers to in his book "Influence."

In fact, he gives an example at some stage in that book of how the Hare Krishna's increased their donations.

Essentially what they did to increase donations was хэнд out a flower to people walking by. They followed this up with "And a donation to the Hare Krishna Society would be appreciated."

It worked.

So how can this concept work for you?

Well, you can start giving away information and educating your customers about your product or service on a regular basis.

You can become the trusted expert.

You can pick out particular "target clients" or large clients and send them a book they might be interested in... or offer them some complimentary advice... or whatever.

You see, there's the bank we can see.

The money in the bank. It's hard. It's real. You can see it...you can touch it... and you can feel it.

But there's also a bank which you cannot see.

It's based on relationships.

And the deep relationships you generate with your customers and prospects turns into money in the bank in the future.

Don't neglect your favour bank.

Of course, you need to first find the people you can help and build up your favour bank with. Find them and start building up that relationship.

Virtually any business can do it and it makes selling easy because the biggest thing you need to overcome in every selling process is trust.

And there's no better way to build trust than building up the size of your favour bank.

Scott Bywater is a direct mail copywriter and the author of Cash-Flow Advertising. To get access to his highly prized complimentary copy of '7 Ways To Get More Customers" (valued at $29.95) and to join his controversial and insightful "Copywriting Selling Secrets" newsletter where you'll uncover the truth about why most ads and sales letters don't work (and how to make yours stand out from the rest) head on over to his web site at